Tip Top: Make someone you know Feel Tip Top

Science can prove ice cream actually does make you feel good. (Although any 5 year old could have told you that.) Tip Top have embraced this by launching their new brand position, Feel Tip Top, with a campaign from Colenso BBDO, Auckland.

TV and digital media kicks off this week directing Kiwis to a facebook app that allows them to make someone they know Feel Tip Top by sending them an ice cream.

People can choose any one of over 30 different ice creams, including new varieties that are just being launched.

Tip Top will then deliver a truckload of ice creams to the doorsteps of as many people as they can, right around the country over the next two months.

"This is a very different approach for Tip Top. In the past we have talked about each of their products individually, whereas with this campaign we wanted to talk more holistically about the feeling ice cream can give you," said Sue Gill, Senior Strategic Planner at Colenso BBDO. "Not only that, we wanted to demonstrate it in a very real way. It's a first for Tip Top and an innovative way to talk about ice cream."

The campaign is being fronted by Jonny Barker, who is also directing the filming of content, and with his band, wrote and performs the campaign music. Delivery stories will be shown through facebook and some will make it onto the telly as TV spots.

Group Marketing Manager, Minna Reinikkala said: "This campaign sets out to remind New Zealanders how good giving, receiving but especially eating ice cream makes you feel. Or more precisely, how it makes you Feel Tip Top.
Something we have been doing since its founders, Len & Albert, named it back in 1936."